California-based developer AF Canta has launched a new hotel brand concept, University Hotels, with partner Reliance Hospitality.
The new brand aims to build partnerships with education and healthcare partners, creating boutique hotels with affiliated private clubs, focused on health and wellness. The brand will deliver value to stakeholders, as well as serving the needs of university and hospital communities.
A way for institutions to joint venture
AF Canta has created a model that will create joint ventures with organisations that own university or hospital campuses. They can contribute real estate assets to be repurposed as a hospitality venture, delivering a return for the campus owner, while also creating a new hub that enhances campus life.
“University Hotels is a unique concept that will revitalize the academic hospitality experience,” said Bryan Fish, CEO of Reliance Hospitality. “Bringing a luxury hospitality experience to university campuses through University Hotels is about more than elevated accommodations – it’s about creating a vibrant hub where innovation, comfort, and community intersect.”
The launch site for the brand is already in preparation, with a club launch planned in autumn 2025, followed by the opening of the first hotel in spring 2026. The development partners say they are in discussions regarding several additional sites across the USA. Ultimately, there are plans to take the University Hotels brand global.
Each site will, ideally, feature thoughtfully designed accommodation to suit the target demographic of visiting scholars, alumni, medical professionals and dignitaries. The private club will support both clinicians and students, supporting the faculty community. Guests will benefit from developments focused on wellness and mindfulness.
Ensuring that new University Hotels run efficiently and with a warm welcome for guests and visitors, will be Reliance Hospitality. Established in 2015, the hotel manager operates a variety of independent and branded hotels across the USA, representing brand groups Marriott, IHG, Hyatt, Wyndham and Best Western.
Aileen Canta, founder of AF Canta, created the model of integrating luxury hotel accommodation with with wellness-focused private clubs located close to top universities. She believes such projects can contribute to wider societal goals, including the better promotion of health, and educational engagement.
Canta built her experience across hotel and resort projects over the last 20 years, including the San Diego Hard Rock Hotel, and The Montage resort in Laguna Beach, California.
Moving into a growing niche
The University Hotels brand moves into a space where others have already seen promise. Hilton recently acquired the Graduate Hotels brand, which was created by AJ Capital Partners. Graduate is growing its presence in key university towns and cities, capturing the linkage with local further education establishments and looking to accommodate visitors with a connection to them.
Elsewhere, in key countries around the globe, the principle of medical tourism is well established. In such locations, consumers typically travel to obtain lower cost medical, dental and cosmetic treatments – and will often stay in a hotel adjacent to the hospital or clinic where they were treated, for the duration of their early recovery.
